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June 15, 2015

Village Tip: How to Develop and Test Your Marketing Plan

Developing a solid marketing plan goes hand-in-hand with testing; you can't do one without the other. If you don't test your plan, you won't know for sure whether it works.

You don't have to be a multimillion-dollar corporation with a team of marketing experts to test your marketing plan. All you have to do is come up with a system for finding out what you want to know.

Break your testing schedule down into weekly intervals focused on determining one or two things. Remember, your goal is not only to find out what works, but what doesn't work.

Say during four weeks of testing, you send out a mailing each week to 1000 different people. On each separate mailing, you have a different price for the advertised product or service. The response to these mailings should tell you which price is most acceptable for your product / service.

The response rate should also tell you which type of customer is buying what you offer and why. By the end of the four week testing period, you will have determined your pricing and target audience.

Once you know whom to target, you should test how to get the best response rate from these potential customers. Initiate a second testing period in which you send out a different mailing each week with fixed pricing, but varied messages. Contact the same recipients with different messages over a period of months after the second test period has ended. You should never stop refining your marketing plan.

The point of developing a marketing plan is to have a set system that works. Without proper testing, you will never know what strategies are effective, so before you settle into a plan, put it to the test.